Spontaneous authentic social posts win

Why Spontaneous Social Posts Often Outperform Planned Content

I’ve noticed a pattern in my own LinkedIn posts: the things I share off the cuff — the quick, authentic ideas — often get more reactions than the carefully planned pieces I spend more time on.

Take a recent example. I posted a screenshot of a survey question about age buckets, with a lighthearted comment on the awkwardness of turning 25, 35, 45, 55, 65, 75 or 85. It wasn’t polished or deeply strategic. It was just an observation that anyone who has filled out a form can relate to. That single post generated almost 100 reactions, 13 comments, and plenty of laughs about “scrolling to find your birth year”.

Why? Because it was authentic, universal, and relatable.

Reactions vs Engagement

There’s another layer to this. While off-the-cuff posts attract broad reactions, the more considered posts — the ones where I ask experts to share their views on the future of market research, for example — get fewer likes but more meaningful engagement.

These posts draw in people who are deeply invested in the subject. They might not rack up numbers in the same way, but they create conversations, attract the right audience, and sometimes bring new opportunities through someone’s extended network.

It’s a useful reminder: not all engagement is the same.

What People Remember

One thing I’ve realised is that clients and peers rarely remember the detail of what I post. What they do remember is that I post. That consistency builds visibility. It signals presence. And, whether consciously or not, it seems to be admired.

I sometimes hear: “I always see your stuff on LinkedIn.” That doesn’t mean they’re reading every word or remembering each idea. It means my name is top of mind when they do need insights or research support.

Why This Works in Market Research Too

There’s a parallel here with surveys and data. We sometimes overthink the polish and forget the power of a simple, relatable question. The age bucket question worked because everyone could instantly connect with it — not because it was the most sophisticated piece of research design.

As market researchers, we need both:

• Authenticity and accessibility to make research feel relevant to real people.

• Depth and rigour when the goal is to uncover meaningful insights.

On social media, the same is true. The quick, relatable posts keep the conversation flowing, while the thought-out pieces build credibility and attract the right conversations.

The Takeaway

You don’t have to choose between spontaneous and structured. Both serve different purposes:

• Spontaneous posts keep you visible, authentic, and relatable.

• Structured posts build authority, spark deeper dialogue, and connect you with the right people.

  
  

The key is to keep showing up. Because in the long run, people remember not the detail of what you said, but the fact you’re contributing to the conversation.